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Professional Support

How to plan the perfect salon event evening

There has never been a better time to plan a client evening at your salon. If planned well these salon events can really help you to generate new business and sell more products than ever before! Here are our top tips for planning the perfect salon event evening.

1. What's the reason for the salon event?

There are so many reasons to plan an event, from seasonal events like Christmas and New Year, new product launches or treatment demonstrations. Launching new products in your salon is always incredibly exciting, be sure you're prepared to answer any questions that your customers might have on the night.

2. Prepare your salon

Split your salon into different areas on the night, with at least one member of your team dedicated to each area. We've found the below split to be highly effective:

  • Straighten (Cloud Nine Irons, Hot Tools Evolve)
  • Curls & Volume (Hot Tools Curl Bars, Cloud Nine Curling Wands, Neal & Wolf Amplify)
  • Consultation Area
  • Troubleshooting

Also ensure that the salon is spotless; first impressions are everything!

3. Have a budget for the night

Make sure you know how much you can afford to spend on the event. You want to impress your clients, but you also need to make a profit. Prosecco on reception always goes down a treat!

4. Timing is everything

You know your clients best, but we've found that Tuesday evenings between 6pm and 8:30pm work well.

5. Stock up!

It might sound obvious, but make sure you have enough stock to cater for all of the potential buyers at your event. There's nothing worse than losing sales because you have sold out of a product.

6. Send out invites

Prepare your invitations and select who you want to invite. Invites can be sent by post, email, text, social media or handed out in the salon - don't limit yourself to one channel! Create some VIP invitations for 10 of your regular best clients and ask them to bring 10 friends that aren’t customers. Did you know clients are twice as likely to try a new hair treatment or product if friends or family members recommend it. Finally, Make sure you have permission to contact your customer list under GDPR rules.

7. Set goals and expectations with your team

What is your goal for the evening? Is it how many new clients you'll sign-up, or how many products you'll sell? Split the targets between your team and incentivize them to beat them! Normal expectations for 20 potential clients would be 10 to buy products, 5 to book appointment, and 5 to buy electrical products.

8. On the night

The night is where all your planning pays off. Great your visitors with drinks on arrival, talk about what's going on in the salon and highlight the different areas that are running. Some other ideas to make the night a success are:

  • Have a competition to win a prize – put raffle tickets under chairs or have a free draw you decide the prize
  • Offer a 10% discount on products and treatments
  • Show off your product knowledge, highlighting all the great reasons someone should buy something and try a new treatment
  • Don't forget to ask people for feedback when they're leaving. A feedback form that also captures marketing permissions is highly effective

After the event use social media to spread to the word of the winners from the raffle.

9. Rinse & Repeat

After the event make sure you spend some time reviewing what went well and what could have gone better. Did you achieve all of your goals? Did you stay within budget? and most of all, did you have fun? Use this information to plan your next event!

How can salons survive the changing high street?

It doesn't seem like a week goes by without hearing of another high street failure. The high street is changing, there's no doubt about it. But is it all doom and gloom? A recent study by Which magazine showed that whilst certain types of shop have been hit hard by customers moving towards online shopping, hair and beauty services have risen by 31% over the past 5 years.

Contents

  1. A move towards services and experiences
  2. Shopping with a conscience
  3. From clicks to bricks

A move towards services and experiences

One thing has become very clear; customers are no longer heading to the high street just to make a purchase. They are looking for personal services that can't be replicated online, and are looking for experiences that make them feel great rather than a transactional trip. This pivot towards services can be seen in other areas such as phone shops which are increasingly becoming a place to get repairs and advice. In order to succeed hair salons need to offer additional experiences that their customers are looking for, such as:

  • Olaplex hair treatments (standalone or part of a colour service)
  • Keratin treatments such as a KeraStraight
  • Personalised advice based on your clients hair
  • The perfect aftercare products
  • BONUS:A good cup of tea or coffee (you can't get this online!)

Shopping with a conscience

Another clear trend is the move towards more sustainable, eco-friendly products. More and more salons are benefiting by changing to brands with a conscience. Neal & Wolf have recently launched a sustainability campaign highlighting all of the good work they're doing to become a more sustainable brand including recyclable bottles and cruelty free ingredients. All Olaplex products are cruelty free and vegan friendly. Other changes salons can embrace are:

  • Use Eco-Friendly Decor
  • Adopt Energy-Saving Practices and switch to a green energy supplier
  • Use locally sourced products (and consider how you can work with local businesses to cross-promote each other)
  • Replace backwash shower-heads with water saving versions
  • Switch from plastic bags to paper bags
  • Provide recycling bins; could you offer customers an incentive to recycle used bottles at your salon?

From clicks to bricks

Did you know the over 80% people looking for a service now start online? The growth of searches for "hairdressers near me" on Google have tripled in the last 4 years, mostly driven by mobile devices. Ensuring your target customers can find you online is now a critical part of running a salon. To get started make sure you have:

  • Claimed your Google My Business listing
  • Set up the main social media pages for your salon (Facebook, Twitter, Instagram, Pinterest and LinkedIn
  • Add your business listing to local online directories as well as national directories such as Yell, Yelp and Cylex
  • Create your own website clearly stating your business name, address and phone number

Remember, consistency is key. It is important to ensure your information is the same across each platform as Google uses this rank your website in its' listings.

In summary, it certainly isn't all doom and gloom for the hair and beauty world. In fact this industry is booming because these services simply cannot be replicated online. By meeting customers eco-expectations, providing a world-class experience and ensuring your salon can found online, you should be in great shape to beat any high street downturn!

Olaplex Salon Menu

Not sure how to introduce Olaplex salon services to your clients? We've found that an Olaplex salon "menu" can really whet their appetite to find out more about worlds leading complete hair repair system.

What services should you include on your Olaplex salon menu?

We recommend including the three most popular Olaplex services for your salon, for example:

The Bond Multiplier

Added into your chemical service to repair the bonds inside the hair.

15 Minute Makeover

A stand alone treatment to repair and rebuild the hair from within to give healthy, stronger hair that will make your hair more manageable and less prone to breakage and split ends. Perfect to repair hair before a chemical service.

Express Fix

An express treatment of Olaplex No. 2. Add to your Blow Dry or Cut and discover the wonders of Olaplex.

What else should you include on your Olaplex menu?

Once your clients have experienced one of your Olaplex services this is the perfect time to follow up with a "sweet" take-home treatment:

Olaplex No. 3 Hair Perfector

No.3 HAIR PERFECTOR is used to repair and maintain hair at home. OLAPLEX No.3 dramatically improves hair health, texture, and strength. Use once to twice a week to maintain your salon results for longer.

Olaplex No. 4 Bond Maintenance Shampoo

No.4 BOND MAINTENANCE SHAMPOO imparts moisture, strength and manageability with every wash. OLAPLEX No.4 is Colour-Safe, vegan and made without sulfates, parabens or gluten. Use whenever you wash your hair. A pea size amount is all that is needed.

Olaplex No. 5 Bond Maintenance Conditioner

No.5 BOND MAINTENANCE CONDITIONER eliminates damage, frizz and flyaways for strong, healthy, shiny hair.

Olaplex No. 6 Bond Smoother

No.6 BOND SMOOTHER concentrated leave-in smoothing cream is excellent for all hair types including coloured and chemically treated hair. No.6 eliminates frizz and flyaways for up to 72 hours.

Olaplex No. 7 Bonding Oil

No.6 BONDING OIL is a highly-concentrated, weightless reparative styling oil. Dramatically increase shine, softness, and color vibrancy. Minimizes fly-aways and frizz. Mix with number 6 for the ultimate style.

Why not download our example Olaplex Salon Menu?

Click here to download Olaplex A5 Aftercare Menu V2

The Ultimate 10 Point-Plan For Maximum Salon Profit This Christmas

Q4 is one of the most exciting times for salons. Use this guide to PRE-SELL your Christmas gift packs BEFORE they come into your salon and boost your salon profit this year.

Contents

  1. E-Shots
  2. Facebook
  3. Twitter
  4. Instagram
  5. Photos
  6. In-Salon POS
  7. Pre-Order Forms
  8. Team Allocations
  9. Racetrack Incentives
  10. Competitions

1. E-Shots

Send an email to all of your customers, advertising the Christmas Packs. Sending professional, beautiful looking emails has never been easier. There are many browser-based email service providers out there to choose from. Most of these:

  • Require little or no coding skills
  • Have pay-as-you-go contracts
  • Are low cost, or even free if you don't have a big contact list
  • Provide comprehensive reports with information on who opened the email, or who clicked a link within it

Besides the busy Christmas period you should send regular e-shots throughout the year to keep in touch with your clients, and keep your salon at the front of their minds. Please ensure you have your clients consent to send them emails, and that you are complying with GDPR regulations.

Our Top Email Marketing Providers:

  • Klaviyo
  • Hubspot
  • MailChimp
  • Constant Contact
  • Sendinblue.com
  • getresponse.com

Boost Salon Profit with e shots  Salon Promotions Christmas Cloud Nine e shot  Salon Promotions Christmas Neal & Wolf e shot

2. Facebook

Social media is a must! We are all doing it but how can we stand out from the crowd? Our top tip for all channels is to think about what your audience wants to know, NOT what you want to tell them.

Some of our top-tips for making your Salon stand out on Facebook are:

  • Don't stick to just one type of content. Your own images are fantastic, but you should also share other relevant content, polls, top-tips, funny memes and anything else you think your audience would enjoy. Why not create a poll and ask your audience what they're most interested in seeing?
  • Use Facebook Insights to analyse your content. See which posts are generating the most likes and biggest reach, and provide more of this content
  • Test your timing; use Facebook insights to determine when your audience is most engaged and share your content to reach them when they're online
  • Boost your best posts with Facebook Ads. Your organic posts will often only reach 5% of your audience so when you have something to really shout about consider boosting your post for maximum reach

Salon Promotions Olaplex Facebook post Salon Promotions Neal & Wolf Facebook postSalon Promotions Alterna Facebook post

3. Twitter

Twitter is a fast-moving platform. The life of a Tweet is about four times shorter than a Facebook post. This makes it very hard to get your message to stick. The shelf life of one tweet is four times shorter than anything you post on Facebook. This makes it hard to get your messages to stick and make an impact. Some of our top-tips for making your Salon stand out on Twitter are:

  • Tweet during peak hours and use scheduling tools to plan your Tweets in advance
  • Keep hashtag use to a minimum and use the right ones
  • Add images to your Tweets to get more reach and retweets. Videos get even more reach on Twitter
  • Ask your users to retweet your posts

4. Instagram

Imagery is everything on Instagram, the whole platform is built around sharing beautiful content. Instagram now has the same reach as Facebook, and even higher engagement so make the most of this rapidly growing network. Some of our top-tips for making your Salon stand out on Instagram are:

  • Focus on high-quality, stand out images
  • Ask your audience to tag their friends in posts
  • Contests, Product teasers and behind the scenes shots work extremely well on Instagram
  • Use the right hashtags to maximise your reach

Salon Promotions Instagram Post Example Salon Promotions Instagram Post Example

5. Photos

Everyone has heard the expression "A Picture Says a Thousand Words", and in the age of social media this has never been more true. Posts with photos on Facebook reach twice as many people than posts with just text, and platforms such as Instagram and Pinterest were built purely for imagery. Professional and beautiful images are the key to capturing attention. You don't need to be a professional photographer to grab peoples' attention. Most modern smartphones are more than capable of taking glorious, high definition images that your followers will love.

Some of our top-tips for Instagramable Salon shots are:

  • Get the lighting right; back-lighting hair creates a dramatic effect, whereas ambient natural light is great for showing off bright colours
  • Focus on flattering angles; nobody likes a mug shot
  • Remove any distractions or irrelevant items in the background of your photo. There's nothing worse than creating a killer shot only to spot a crumpled can of diet coke in the background
  • Avoid heavy use of filters or Photoshopping; let your creations speak for themselves

6. In Salon POS

At Salon Promotions we always pride ourselves in providing excellent in-salon marketing support. Besides incentive racetracks and guides like this one to help you sell more products, we also provide posters, tend cards, A6 Product Booklets, postcards, mirror stickers and anything else you can think of. Better still, we can offer most POS for FREE as part of a deal.

In addition to product POS you should dress-up your salon with Christmas props. Create the right mood and atmosphere which will help you to sell the Christmas packs. The golden time to dress-up your salon is right after Halloween, but be prepared to start talking about Christmas gifts at the start of October which is when many consumers start thinking about buying presents.

Neal & Wolf POS Tent Card Neal & Wolf POS Booklet Hot Tools POS Poster Neal & Wolf POS Poster

7. Pre-order Forms

From our years of experience in Q4, we find that the Christmas pre-sell form is a very powerful tool to help you sell. The form should be quite self-explanatory; make sure you use it everyday by making a note of what your customers want to pre-order.

Pre Order Form

8. Team Allocations

Allocate a number of each Christmas pack to each of your team to sell. Make it more fun by using the racetrack idea below and a prize to motivate them to sell. Make this a fun competition where everyone is a winner. Imagine how much extra salon profit you could generate if each member of your team sold an extra 5 packs each.

9. Racetrack Incentives

Create a poster, or use one our existing ones below, asking your team to write their name in a box each time they sell a particular Christmas Gift Set. Every-time a stylist hits a certain number of sales they can be given a prize by the salon owner. You could then offer incentives for most sales by the end of Q4, runner up prizes and prizes for most sold of a particular gift set.

Racetrack Salon Competition Hot Tools Racetrack Salon Competition

10. Competitions

An easy way to stand out from the crowd on social media during Christmas is to hold a competition online. Keep the competition simple, with easy to follow rules and a clear closing date. Don't forget to take the chance to introduce the Christmas packs to your audience.

Happy Selling

Christmas Gift Sets for Salons

KeraStraight Online Tutorial with Laura

Watch this KeraStraight Online Tutorial by Laura Elliot, Salon Promotions Education Manager. 

New Education Brochure

We are very excited to release our new 2019 Education Brochure.
Please download the brochure here:

Education Brochure 2019

Caviar Essence Step By Step

View the latest Step by Step guide from Alterna here:
Caviar Essence Step by Step Brochure

Salon Promotions December Trading Dates

As we are approaching the busy Christmas retail period we just wanted to make you aware in good time of our dates for Christmas trading to ensure you have adequate stock and colour.

Please allow for potential adverse weather conditions and order sufficient stock to see you through the Christmas and New Year period. Please put the following dates in your salon diary to help you plan your stock ordering for December:

LAST DATE FOR GUARANTEED CHRISTMAS DELIVERY:
FRIDAY 14th DECEMBER

Company closes for Christmas - Friday 21st December 2018 at 5:15
Company re-opens – Wednesday 2nd January 2019 at 08:45

Olaplex No.4 and No.5 Features and Benefits

Download the No.4 and No.5 features and benefits fact sheet here:
Olaplex No.4 and 5 fact sheet

Olaplex No.4 and No.5 are coming

It is official! Olaplex No.4 and No.5 are coming!

We are expecting them to arrive with us soon.
Contact your sales consultant to place your order or to find out more. 

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